MARKET OVERVIEW

LITHUANIAN STATE
DEPARTMENT OF TOURISM
SPANISH MARKET
3rd September 2013
AGENDA
• Market Overview
• Achievements
• Upcoming activities 2013/2014
• Strengths & Opportunities
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MARKET OVERVIEW
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MARKET OVERVIEW: SPAIN
•
Population (2013):
•
GDP per Capita (2012): €30,000
•
2 main cities: Madrid
(3,2M pax)
Barcelona (1,6M pax)
•
Other major cities: Valencia, Bilbao,
Seville, Alicante
& Mallorca
•
Annual leave: 30 holiday days (on
average)
47,27M
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MARKET OVERVIEW: SPANISH OPERATORS
•
Over 8,000 travel related businesses: tour operators, travel agencies & OTAs
– Main Tour Operators: Viajes El Corte Inglés, Barceló, Globalia & Catai Tours
– Main Travel Agencies: Viajes El Corte Inglés (30% mkt share*)
Carlson Wagonlit Travel (6,5%)
Viajes Eroski (2,4%)
Viajes Halcón-Ecuador (15%)
Barceló Viajes (6%)
– Main OTAs:
Rumbo (6%)
Atrápalo (3%)
eDreams (16% mkt share)
Logitravel (3,8%)
•
Concentration of travel agencies: small agencies become franchises of big chains due
to crisis & OTA´s growth. 2008 :12,000 travel agencies vs 8,000 in 2012
•
Steady growth Online Trave Agencies: OTAs gaining ground on traditional agencies
(sales volume increased in ´12 by 5% vs ´11).
* Market share related to sales volume of the 9 largest travel agencies + OTAs in SP.
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MARKET OVERVIEW: TRAVELER´S PROFILE AND TRENDS
•
Use of internet: 81% of Spaniards use internet to find information about the
destinations (Lithuania.Travel in Spanish)
•
Familiarization with OTAs: e-commerce upwards trend in Spanish Travel Industry
•
Tradional Travel Agencies as sales channel - tourist package - for non mature
destinations (e.g Lithuania). Spaniards who travel to the Baltics visit the 3 Baltic States
•
Seasonality: June -September,peak period for Spanish travelers (applicable to Lithuania)
•
Price sensitivity: - increasing trend due to crisis. Negative impact in travel destination,
lenght of trip, expenditure and ways of transport (positive for Lithuania =currency
exchange). Consolidation of low cost carriers (applicable to Lithuania)
•
Late bookings: 60% bookings with less 1 week in 2012 (not applicable to Lithuania)
•
Spaniards´ Travel Motivations: cultural heritage, urban tourism, shopping, gastronomy
& active tourism (applicable to Lithuania: Vilnius, Trakai, Kaunas...)
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MARKET OVERVIEW: TOURISM FIGURES
Year
Total trips by Spanish
residents
Total overseas trip
by Spanish
residents
Expenditure
Spanish travelers
abroad
2011
160 M (+1,8%)
13,3M (+7,8%)
€12,4Bn (-1,9%)
75% increase arrivals
of Spaniards in LIT ,
29,2 thousand
2012
158M (-1,3%)
12,1M (-8,7%)
€11,9Bn (-4,5%)
Spanish tourist trips to
LIT = 25,2 thousand
(-13%)
2013
Jan-Jul: 86,4M (-6,4%)
Jan-Jul: TBC
TBC
General negative trend
but TOs & TAs highlight
increase of demand for
summer 13
2014
Too early to forecast
Comments
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ACHIEVEMENTS
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COOPERATION WITH TRAVEL INDUSTRY
•1 Seminar in MAD with TO Catai (39pax)
•1 Seminar in BCN with TO Catai (32pax)
•1 Presentation in BCN about Amber Road
(>45 pax)
•Attendance Travel Show SITC & ACAVA´s
workshop in BCN
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E - MARKETING
•Full translation of the website
lithuania.travel into Spanish
•Twitter Account
•Facebook Account
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ADVERTISING CAMPAIGN
- Strategic campaign planning
- Ad design and production
- Ad insertion + editorial
- Monitoring
- Media selection and planning
TRADE MAGAZINE MUNDO INEDITO
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COOPERATION WITH LOCAL MEDIA
- Close relationship with both journalists and travel bloggers
- Regular contact con both offline and online media
- Ad Value achieve in Q1 & Q2 (press release & articles about Lithuania = 150,000 Euros
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UPCOMING
ACTIVITIES 2013/2014
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COOPERATION WITH TRAVEL INDUSTRY
•Mainly focused on MAD & BCN
•1 Seminar in Valencia with key operator
(25-30pax)
•1 Seminar in Bilbao with key operator
(25-30 pax)
•Attendance MICE show EIBTM in BCN
and Travel show FITUR in MAD
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E - MARKETING
•Online quiz on website lithuaniia.travel /
facebook
•3 month quiz
•1 winner per month (trip to VNO for 2 pax)
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COOPERATION WITH LITHUANIA EMBASSY IN SPAIN
- Presentation of Lithuania as a tourist destination within the celebration of the
World Tourism Day
- Date: 24th September 2013
- Venue: UNWTO´s Headquarter in Madrid
- Support to the Lithuanian Embassy in Madrid in its institutional events and
appointments
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STRENGTHS & OPPORTUNITIES
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STRENGTHS & OPPORTUNITIES
Strengths
Not a mature destination - New destination
for the Spanish consumers
Opportunities
Press trip to Lithuania with key travel
media
Baltics States + Finland: consolidation tourist Room for improvement in terms of
package by SP operators despite the crisis
awareness, Lithuania as a stand-alone
destination
Affordability: good exchange rate € - Litas
Street marketing campaign to target
final consumer in BCN (Basket World
Championship 2014 in Spain).
“Lithuania, land of basketball”
Easy & affordable access: low cost direct
flights BCN –VNO by Ryanair and Wizzair
Direct flight MAD – VNO (summer´13
Iberia´s route MAD – Riga)
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Ačiū!